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FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN WANITA PEKERJA UNTUK BERBELANJA DI SUPERMARKET KOTA SURABAYA

ID : 11-01-05, ISSN : 0854-4190 , PUB: Vol 11 , April, 2004

Abstract

This research is aimed at determining the factors Stimulus Marketing customer?s decision to shop at supermarkets in Surabaya city. In this research the target responden is female workers op 150 selected tertiary educations, purposive random sampling was applied. Theoretical analysis indicated that the 33 factor the image of the stimulus marketing such as: product, price, promotion, service, attributes physical shops and location to the image of retail business (supermarket). Were determined and by applying factor analysis statistical were 8.00 relice factors, from 33 variabel into 8 (eight) inti variabel with eigen value > 1 an variance comulative value of 59,93% or 60,00%. This research indicate that the 8 (eight) factor taken into account to come to decision to by at supermarket according to priority ?attributes physical supermarket? faktor to come to one decision and than product

 

Keyword: supermarkets, consumer behavior

Author: Andi Sularso